SOUTHSIDER VOICE PHOTO BY KELLY SAWYERS Doug Stone, manager of the Madison Avenue Sleep Source, works with customers to ensure that they purchase a mattress that is suited for their needs.

By B. Scott MohrAssociate editor

If sleepless nights are becoming the norm for you, a new mattress might be all that stands in the way of getting some sound shuteye.And that’s where Jeff Shirley’s Sleep Source at 6805 Madison Ave. comes into play. The store carries Serta, Pure Latex Bliss and Amish-made Dutch Craft mattresses.For customers leery of which brand will serve them best, Shirley or store manager Doug Stone will work with clients to ensure that they get the possible mattress that fits their needs and budget.“We like to build a relationship with our customers,” said Shirley, who’s only been in the business since July but also owns stores in Mooresville and Shelbyville.He was previously an automotive mechanic, but after having seen his income cut in half when the souring economy finally caught up with body shops, he decided it was time to try something new.“My girlfriend was a Serta representative, and the company had areas that weren’t being serviced by their products or service, or both,” said Shirley, who then leaped into action. He opened the Madison Avenue shop to fill the void left by the closing of Gerdt Furniture.All three stores offer zero percent financing and no down payments. Each site has proven successful, and he sees more success in the future.While there are no steadfast rules for when to replace a mattress, Shirley’s advice is every eight to 12 years ... or before it doubles in weight because of mites, dead skin and other debris. “If your mattress is flattening out and you are having restless nights and tossing and turning, it’s probably time to look for a new one.” Waking up sore is another good indicator.Because people spend between 50 to 60 hours a week in their bed, it’s crucial that they get the support they need. “If you sleep well, you’re rejuvenated and ready to enjoy the finest moments,” Shirley notes on the company’s website. “Sleep poorly and you’ve fallen behind before you’ve even started.”When shopping for a mattress and other bedding material at the Sleep Source, you won’t be pressured into buying anything. “I won’t allow my people to use high-pressure techniques, and they don’t want to. We are not just here to sell ‘white rectangles.’ We are knowledgeable, and we want you to get the best product within your budget,” said Shirley, who confidently added that he can compete with the big boys while putting their service to shame.A good mattress and a good base can run between $700 and $1,000; an inexpensive twin mattress can be purchased for as little as $100.Top-of-line mechanical power bases, which send a massaging motion through the mattress, can cost as much as $3,000. Shirley said these systems are excellent for anyone dealing with acid reflux, restless leg syndrome or arthritis – or just wanting relief from everyday aches and pains.Also key to a good night’s rest is a good pillow. A pillow supports about 20 percent of the spine, he said. Shirley carries 16 brands of pillows, which in price from $20 to $150. An inadequate pillow can lead to neck pain, which can translate into a bad day. “Good pillows are very important, and we fit our customers.” The Sleep Source (672-3493), which is open from 10 a.m.-7 p.m. weekdays, 10 a.m.-6 p.m. Saturdays and noon-5 p.m. Sundays, also stocks different types of bedding protection systems to keep mattress free of stains, including total encasement products designed to keep bedbugs out.Once a mattress is infested with bedbugs, there isn’t a whole lot that a person can do. There are some remedies offered on the Internet, but Shirley doesn’t have much faith in them. “You are probably going to have to call an exterminator, and then you are going to have to replace some things.”